With our world in a constant state of turmoil between wars, natural disasters and a recession, it’s difficult to find hope or focus on the positive. Oftentimes, however, it’s in the face of tragedy, we are given a unique opportunity to set our businesses apart; fortunately, for the victims of Japan’s recent devastation, I’m seeing companies across industries do just this.

It is this kind of self-effacing PR that presents a win-win situation to the company and community alike. So as not to make light of the circumstances, I would first like to say, my heart goes out to all the victims in Japan, New Zealand, Libya and the rest of the country, who are facing hard-times and loss. I also commend the companies stepping up and offering donations or proceeds to various charities helping to support the victims in crisis.

PR is on the rise according to this article in The Nation and is playing a more important role than ever. Now is the time to assess your public relations offering as it relates to your marketing strategy and make sure your team has what it takes.  So when the worst does happen, you can take the opportunity to make it better, for everyone.